{"id":160473,"date":"2018-09-06T10:14:37","date_gmt":"2018-09-06T14:14:37","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=160473"},"modified":"2022-04-08T17:34:19","modified_gmt":"2022-04-08T21:34:19","slug":"4-checkout-elements-that-reduce-cart-abandonment","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/4-checkout-elements-that-reduce-cart-abandonment","title":{"rendered":"4 Checkout Elements That Reduce Cart Abandonment"},"content":{"rendered":"

When it comes to online checkout, trust is everything. After a shopper adds items to the cart, security is crucial to close the sale. The typical shopper isn\u2019t so focused on the technical process of capturing and storing information. For him, security is relative to trust \u2014 both in how his information is handled and whether he\u2019ll get what he\u2019s promised after paying for it.<\/p>\n

Here are four ways to instill trust throughout the checkout process, to reduce cart abandonment.<\/p>\n

4 Trust-building Checkout Elements<\/h3>\n

1. Install the “green bar” SSL. <\/strong>There are different types of SSL certificates. Each has its own level of trustworthiness. The most common is “domain validated,” which is the quickest and cheapest to get. It installs in minutes and is useful for blogs and informational sites.<\/p>\n

“Organization validated” certificates verify the identity of the business, but otherwise are pretty basic.<\/p>\n

Both of these SSL certificates provide adequate encryption when transmitting data, so they are suitable for ecommerce operations. However, neither catches the eye of the shopper.<\/p>\n

“Extended Validation” SSL certificates instill more trust<\/a> because they include the green bar in the browser’s address bar. This makes security immediately prominent. An EV SSL costs more, and any website using it passed a vetting process that proved the business is legally registered and currently operating. It also ensures the company is located at its listed address and phone number, and that it owns the domain name.<\/p>\n

\"EV

EV SSL certificates instill trust by going green in the address bar. Source: Acmetek.<\/em><\/p><\/div>\n

EV SSL certificates are available through many vendors and at different prices. GoDaddy’s “Premium (EV) SSL,” for example, runs $149.99 for the first year and $199.99 for the second.<\/p>\n

2. Show off trust seals. <\/strong>Shoppers want to feel safe. And trust seals provide the security confirmation that shoppers need to enter personal information and click submit. Thus it makes sense to display multiple relevant trust seals during the checkout process.<\/p>\n